With Thursday (June 25) serving as the 30th anniversary of Jay-Z’s Reasonable Doubt, Roc Nation has unveiled various pop-ups and activations across Brooklyn and Manhattan to celebrate Hov’s debut album.

Billboard caught an early look at the JAŸ-Z 30 pop-up space in Brooklyn’s Dumbo neighborhood on Wednesday (June 24), which featured a cultural archive and time capsule of Jay’s Reasonable Doubt and The Blueprint albums.

The Dumbo pop-up is located at Smack Mellon (92 Plymouth Street), which is a former boiler house whose exterior was actually in the background of the “Dead Presidents” music video. The pop-up is open to all ages from June 25 through July 5, from 11 a.m. ET to 7 p.m. ET.

Parked outside the activation was the famed 1993 Lexus GS 300 that Hov has rapped about repeatedly; the car also appeared in the aforementioned “Dead Presidents” video.

Inside featured an array of rare merchandise options, including T-shirts, Yankees jerseys, letterman varsity jackets, hoodies and long-sleeve shirts commemorating the 30th anniversary of Reasonable Doubt and 25 years of The Blueprint.

“We approached the pop-ups less as exhibitions and more as physical expressions of a living body of work,” General Idea Agency creative directors Ian Schatzberg and Ken Tokunaga said in a statement to Billboard. “The challenge wasn’t compressing 30 years into a series of spaces, but creating experiences that reflected Jay-Z’s roots.”

There were plenty of exclusive collectibles, such as Hov’s solo discography on sale in cassette form, or a crate filled with Jay’s 13 solo albums on vinyl, which retails for $1,500 and includes 2017’s 4:44 on vinyl for the first time.

“Throughout everything, there’s Jay’s oversight and approval involved, especially with the creative element, so every merch piece is carefully examined by him and approved for selection as well,” Roc Nation Distribution president Krystian Santini tells Billboard.

2023’s The Book of HOV and Jay’s 2010 Decoded memoir are also on sale. As far as pricing goes, the T-shirts are retailing for $60.

The Reasonable Doubt black varsity jacket, which Beyoncé sported at Roots Picnic, is going for $1,000. The collector’s item features the Yankees logo in black with “Jigga” inscribed across the chest, and ’96 on the leather sleeve.

There are a few different options for the Yankees jerseys, which came about as a collaboration with Mitchell & Ness. A Blueprint-themed white jersey with blue pinstripes features ’01 on the back and the Roc-A-Fella logo on the sleeve, while the black jersey has ’96 in the number plate for RD. Those are retailing for $400.

It’s a limited merchandise run, which is expected to sell out fast, and will only return in limited quantities at Jay-Z’s trifecta of Yankee Stadium shows on July 10 through July 12.

Jay even pulled up to the Dumbo pop-up to get a firsthand look on Thursday morning, which likely brought back a flood of memories of when Hov began to leave his mark on hip-hop.

Thursday also saw the launch of the Manhattan activation, which included Jay and Roc Nation taking over the J and Z subway lines at the Bowery station in the Lower East Side. The Manhattan pop-up celebrating 30 years of Reasonable Doubt is open only on Thursday and Friday, from 11 a.m. ET to 8 p.m. ET.

Find more information about the pop-ups below.

Manhattan Pop-Up 
Bowery Station (10 Kenmare New York, NY 10012)
June 25–26, 2026
11 a.m. ET to 8 p.m. ET

Brooklyn Pop-Up 
Smack Mellon (92 Plymouth Street, Brooklyn, NY 11201)
June 25–July 5, 2026
11 a.m. ET to 7 p.m. ET

Brooklyn Public Library, Library Cards
Available beginning June 25, 2026
Central Library & Marcy Branch

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